Engagement of Generation Z in Company-Customer Relationships on Social Media – A Comparative Analysis of Poland and Great Britain

Purpose -This article aims to identify the types of social media activities that Generation Z expects from companies.Design/Methodology/Approach -Empirical research was conducted in 2023 among students in Poland and Great Britain using a structured survey based on the CATI (Computer-Assisted Telephone Interviewing) method.Descriptive statistical tools were applied to analyse the collected data.Findings and Implications -The study identified key social media activities expected by Generation Z and revealed correlations between these expectations and the respondents' gender and place of residence.The insights gained can help social media managers align their Saetak Svrha -Cilj ovoga rada je identificirati vrste aktivnosti na drutvenim mreama koje pripadnici generacije Z oekuju od poduzea.Metodoloki pristup -Empirijsko istraivanje provedeno je 2023.godine na studentima u Poljskoj i Velikoj Britaniji, koritenjem strukturiranog anketnog upitnika pomou CATI (Computer-Assisted Telephone Interviewing) metode.Za analizu prikupljenih podataka primijenjene su metode deskriptivne statistike